Stephen Arnold Music Details Role of Sonic Branding as Teams Take Over Local Sports Broadcasts

As regional sports networks (RSNs) decline, teams and leagues are producing more of their own broadcasts, and each needs a distinct visual and audio identity, according to Stephen Arnold Music (SAM), a sonic branding and music production company.

RSNs began in the late 1960s, when Madison Square Garden Network started broadcasting Knicks and Rangers games to subscribers, SAM says. PRISM and Cablevision followed, and the model grew through the 1980s and 1990s as investors saw the viewing and advertising potential. Networks such as FSN, Bally Sports, and YES Network branded their visual and sonic identities to connect with regional fans.

RSNs depended on cable and satellite subscribers for audiences, advertisers, and fees. As viewers moved to streaming services and free ad-supported television (FAST) channels and apps, many RSNs lost team contracts or folded. Viewers now often juggle multiple subscriptions to follow their teams, while teams and leagues look for new ways to reach fans. SAM says teams and leagues that produce their own broadcasts already use audio and video in branded content and in-stadium and fan experiences, and that adding broadcast music creates efficiencies and brand consistency.

SAM says it has worked with teams and sports production companies for three decades. Recent projects include:

Dallas Mavericks / MavsTV: When the Mavericks brought game production in-house and launched the MavsTV OTT platform, SAM created a fully orchestrated three-minute score. The theme suite now includes dramatic, NBA Cup, and 80s-inspired Hardwood Classic variations.

Available to view HERE.

New Orleans Pelicans: Gray Media partnered with SAM on a sonic branding and custom music package for its Pelicans broadcasts. The theme was recorded live with local New Orleans musicians.

Available to view HERE.

Seattle Seahawks: SAM developed an original theme for the team's television and radio game presentations and broadcasts, as well as show productions and digital and social media. The modular score uses live orchestration.

Available to view HERE.

Atlanta Braves: SAM created custom sonic branding for Gray Media's new slate of Braves games, a three-minute theme with live orchestration and electric guitars.

Available to view HERE.

LINK:	https://www.sportsvideo.org/2026/10/23/stephen-arnold-music-details-ro...
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